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Date: Ongoing
Campaign/project:
Design and publication of "Wild Times"
Target Market:
Over 40,000 RSPB Under 7 members
Overview:
Back in 1999, the RSPB began looking at ways to target members under seven
after research showed that while its existing publication for members up to
the age of 12, Bird Life, was extremely successful with members over eight,
interaction with younger readers was limited to looking at the pictures.
Letters echoed this frustration and in 2000, Wild Times was born.
Three years on ETT Marcoms design the bi-monthly magazine which has evolved
into a dynamic mixture of comic book heroes, photographs, competitions and
ecological education which takes the charity's brand right to the heart of
its youngest constituency, giving the under-eights a foundation for their
interest and what, in many cases, may become a lifelong relationship as they
migrate up to Bird Life and on to adult membership.
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CLIENT : RSPB
